Marketing Stats and a Strategy Primer , ; j

State Chairs Meeting

February 21-23, 2003

Prepared by
Mark Schreiber
Marketing Director
 Strategy Primer

These three questions must be answered before developing a strategy.

Know who you are. , J

Know why you exist.

Know who you serve.

All are equally important. Critical.

Know who you are:

Libertarians are principled individuals, who are self-reliant, and
who have reluctantly entered into the political arena in order to
restore liberty and our American values.

Know why you exist:

"To move public policy in a Libertarian direction, by building a
political party that elects Libertarians to public office."

Know who you serve:

A core constituency for the LP has not been identified.

"Constituency: a clearly defined group of people who can self-

identify and who are easily classified as a member of a group
with homogenous characteristics, who have a vested interest,
and lend credibility to the successful accomplishment of the
organizations goals."
Constituency:

A clearly defined group:

Clearly defined means that the group is absolute and narrowly focused. If
we want to serve teachers, we can clearly define it better by saying
English literature teachers. However, we want to find a large enough
group that still is clearly served by our mission, yet homogenous enough
to be able to self-identify. ,,

Saying Americans for example would be appropriate if we are addressing

a global mission. But, it would fail the test of being "clearly defined" if
we are addressing a mission within the United States. The question would
be, which Americans? Too broad a definition and its looses its value.

Who can' self-identify:

Self-identifying means that you are able to say, "They're talking to me or
about me." For example: Let's say you are a teacher. Teachers are a
clearly defined group that once you hear the word "teacher" you
know that whoever is speaking is talking to you or about you. You
can self identify. If we say English literature teachers and you are a
history teacher you are excluded.

Or, be identified:
When picking a constituency we must be able to find them, via direct mail
list, specialty media or other means. Otherwise it becomes to expensive to
prospect and quickly reach critical mass.

Who have a vested interest in our success:

A vested interest is important because without it there is little we can use
to bond the person to our missions goals. For example: While many
teachers recognize the problems in our schools few will argue against
increasing school budgets. It's in their vested interest to have schools be
well funded, even if it is wasteful.

Who lends credibility or our mission:

Your credibility is enhanced if your mission is to champion a
well-liked, respected or large constituency. Few people would say they do
not like and respect teachers. If you represent the interest of teachers, you
speak on behalf of a large well-respected group of people. The media then
will be far more likely to give you voice if you speak for someone they
already respect. That respect attaches to you until you prove unworthy.

There's an old saying in politics; "if you want to be elected find a parade and get in front
of it. Then it becomes your parade." The principle of constituency is similar. Find a
group who is not well represented, that fits your mission, and they become yours.
 Why we need a Constituency

In 2001 the LP embarked on a strategy that focuses on issues rather than constituency,
unfortunately an issue based strategy is self-defeating. An issue is a subset of strategy.

As you will recall from our research, we have many issues from which to choose.
Choosing any "one" issue causes people to immediately choose sides. Some like it, some
don't, and certainly not all will agree on the best solution. ',

This sets up a defensive posture on both sides of the issue;

Did you state our position correctly?
Did you take my position on the issue?
At best, you end up with a partial victory even among your own people.

What the LP has been missing is a core constituency upon who's behalf we can focus our
positions on all issues. It is far easier to hear someone's message if you believe they care
about someone else. Especially someone you know is important. A political party is in
the business of representing people. Who do we represent?

Until the question of who we represent is answered, our message of Libertarianism is just
not going to be heard or respected.

To illustrate this point let me try an example most of us can relate too.

When we were kids in elementary school, you may have had a bully in your class.

If you went to the teacher and said, "Tommy is a bad boy and a bully". The teacher was
not likely to respond the way you wanted. No one likes a tattletale.

However, if you went to the teacher and said, "Look at Billy, Tommy pushed him down
in the mud and broke his glasses, Tommy's a bully, he does this all the time." The teacher
will thank you for bringing this to her attention and immediately take action. Your
message was heard, and you became the hero because you looked after the welfare of
someone else.
I

We need to find our Billy.

 Criteria for Choosing the LP's Core Constituency

A core constituency ideally has the following characteristics:

It mirrors who we are.

It is well liked and respected as a group. No negatives.

It is large enough and important enough to be meaningful.

It does not already have a champion in the political arena and needs one.

It has an inherent understanding of its vested interest in our success. Even if

they are not active members, they should fundamentally share of our
philosophy of governance.

It brings credibility to the LP.

It affords us an opportunity to address "our" issues on their behalf, or from

"their" point of view, or ideally both, without alienating non-constituencies.

It brings a base level of support in the form of money, talent and influence to
our party and its candidates.
 A Case for the Small Business Owner as the LP's Core Constituency

They should mirror who we are:

The small business owner is a very good fit with who we are. They are principled,
independent, and self-reliant. Many of our best activists are small business owners.

They should be well liked and respected and have no negatives:' .

Small business is America. Norman Rockwell has turned the small business into an , ,
American icon. They contrast sharply to big business when it comes to being liked.

As a group, they should be large enough and important enough, to be meaningful:

There are millions of small business owners in America and they account for over half of
all jobs in America. The NFIB, a lobbyist organization, alone represents 600,000 small
business people.

They should not have a champion in the political arena:

The small businessperson feels politically homeless. Even lobbyist like the Chamber of
Commerce has abandoned them. The Republicans have chosen big business; the
Democrats have chosen labor, leaving the small businessperson without a champion.

They should have an inherent understanding that our success is beneficial to them:
Free markets are the battle cry of small business and the LP. Less regulations, freedom
to choose how they run their business is inherently Libertarian and pro small business.

They should bring credibility to the LP:

Small business is inherently credible. No one survives for long as a small business
without having successfully served a core constituency of their own.

They should afford us an opportunity to address "our" issues on their behalf, or

from "their" point of view, or ideally both without alienating non-constituencies.
Our positions on; taxes, regulations, individual liberty, social engineering, free trade,
immigration, social security, foreign policy, drug prohibition, healthcare, environmental
regulations, and gun rights are all easily presented as a benefit to small business.

We also, can cast our messages from the point of view of: men, women, gays,
immigrants, ethnic minorities, and the poor. All these sub constituencies have validated
that owning your own small business can have profound positive benefits to the
individual and to their community.

They should bring a base level of support in the form of money, talent and influence
to our party and its candidates:
Our best activists and supporters are often small business owners. They have the money,
influence, and the other intangibles necessary to enhance our candidates and ensure
victory's on Election Day.
 Research Stats: Research conducted in the summer of 2002.
All current members.
Issue Said Issue is Very Important % of Agreement on Issue
1. Taxes & Spending* 82.9 % 63.3 %
2. Drug Prohibition 65.3 85.0
3. Gun Rights 65.3 66.2
4. Social Security* 61.5 93.1
5. Education 60.1 69.3
55.2 , ,
6. Foreign Policy 43.9
7. Healthcare 52.5 84.0
8. Foreign Trade 37.7 69.6
9. Environmental 33.4 78.7
10. Immigration 30.9 46.7
11. Abortion 28.8 72.2

The % of agreement on issue column reflects the maximum number of people who chose
the same answer that best expressed their views on the issue.

Lapsed Members
Issue Said Issue is Very Important % of Agreement on Issue
1. Taxes 79.5% 55.5%
2. Gun Rights 68.2 65.4
3. Social Security 62.4 65.4
4. Education 60.9 57.7
5. Foreign Policy 56.3 44.3
6. Drug Prohibition 58.9 78.6
7. Healthcare 49.3 77.6
8. Foreign Trade 42.4 63.2
9. Immigration 40.4 43.5
10. Environment 40.1 75.2
11. Abortion 38.0 69.4

Reason Cited for Leaving the LP. Open ended.

Reason* %
LP Scandal 36.9
LP Not Effective 23.9
I'm not a Libertarian after all 17.4
LP's Handling of9/11 10.9
LP is to Anarchist, Negative 8.7
LP's Drug War Position 2.2
100%

*These numbers were adjusted to reflect only the respondents who gave a significant
reason for dropping their membership. An earlier report in the LPNews reflected all
reasons cited, many of which were; I forgot, thought I had, no money etc.